Tuesday, September 20, 2011

Taking a cereal to the next level

Sep 19, 2011 | by Laura Martinez

When Post Foods and Starcom MediaVest's MV42 began to brainstorm about doing a program targeting U.S. Hispanics to gain some traction against bigger, stronger rivals Kellogg's and General Mills, marketer and agency found Jencarlos Canela.

The telenovela star, singer and composer had risen to fame as the star of Telemundo's nightly drama Más sabe el diablo and was about to embark on a concert tour. A young face brimming with positivity was the piece Post was looking for to finally make its mark in the growing U.S. Hispanic market, raise brand awareness and increase purchase intent in the crowded - and competitive - cereal segment.